UI/UX Design
Fashion That Knows You
Strategic UX in E-Commerce
Shoptrue set out to create a hyper-personalized shopping experience—a storefront tailored to each user’s style, fit, and preferences.
Built for both USA and European audiences, it had to adapt to varied fashion tastes and shopping habits.
They weren’t just building a store—they were building your store.
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My Role: As the UX/UI Designer, I led design efforts across research, wireframes, and high-fidelity UI—driven by a clear UX strategy and supported by a scalable design system—to deliver a seamless experience for a global audience.
Building the Dream Team
With a 4-month timeline and a Waterfall approach, the team—consisting of 1 lead designer and 2 supporting designers—set off to define and deliver the product from scratch, tackling communication across time zones and managing stakeholder expectations
Understanding the Landscape
We kicked off with workshops to uncover what Shoptrue truly stands for. It wasn’t just fashion—it was about creating a personal, intuitive shopping journey. By mapping market gaps and talking to real users, we shaped three personas that now anchor our design direction.
"We want Shoptrue to feel like a friend who just gets your style—not another store with too many choices."
— Stakeholder, Brand Strategy Team
What we uncovered in early stakeholder workshops
Where current players fall short
High end brands
Quick service but high service charges
Limited Personalisation more customisation
Long monotonous quizzes
Anchoring Design in Real User Needs
We developed user personas—grounded in stakeholder workshops, market research, and user interviews—to guide our UX strategy with empathy and clarity.
Crafting the Experience
From research came clarity: Personalisation had to be seamless, not tedious. The design team crafted an onboarding flow centered around a quick, engaging style quiz that powers the core AI engine. Every screen aimed to reduce friction and spark delight.
Information Architecture
Details of the quiz questions and answer options
User Flow
This flow explains the user journey when the quiz is completed versus when it is skipped
Quiz questions
From few explorations to final hi-fi screen
Bringing It All Together
At the heart of Shoptrue is "JUST FOR YOU"—a feature that shows users curated looks instantly after quiz completion. Users can also shop for others or explore categories, making the experience both deeply personal and flexibly social.
Just for you
Personalization doesn’t end with the quiz—users continue to receive a tailored experience through ongoing prompts and interactions
Just for you
A personalized experience embedded throughout the product.
Reflections and Learnings
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Developed a strong UX strategy that aligned user needs with business objectives across global markets.
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Designed flexible UX flows that could adapt based on user inputs, such as quiz results or browsing behavior.
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Built a modular UI system to support hyper-personalization while maintaining design consistency.
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Learned to balance scalability and customization for a seamless, user-centric experience.
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Emphasized collaboration between design, product, and engineering to evolve the product iteratively.